How to master oCPC and efficiently complete customer acquisition and conversion?

Mobile Internet access, mobile payment, online shopping... The current popularity of smart devices has profoundly changed the behavioral habits of Internet users.

As of the end of June 2018, the total number of mobile Internet users in China announced by the Ministry of Industry and Information Technology has reached 1.34 billion. As users spend more and more time on mobile devices, mobile advertising will maintain a growth rate of more than 50% and continue to increase in the next five years. As the main form of mobile advertising, information flow advertising has emerged as a new force.

(Data source: iResearch)

Another fact is that as mobile advertising technology becomes more and more popular, its advantages become more and more obvious. Because it represents data, precision and traceability.

Thanks to the " oCPC " technology, large customers will have more advantages in advertising, and the Matthew effect will be evident.

However, in this new competition, some advertisers lack technical support and are unable to monitor the results in real time, resulting in high costs and difficulty in increasing sales? It is impossible to predict the effect of each resource delivery... The bids of competing products may not be reasonable... The cost of buying traffic at a high price is too high, and the traffic is small at a low price...

▌Mobile website building——Assisting “oCPC” intelligent delivery

In this issue, we would like to introduce to you 360’s latest product - a mobile website building tool that can help advertisers solve technical problems and implement the “oCPC” function without API docking.

Advertisers can create sites through templates or simple settings. At the same time, the platform will disclose detailed data to advertisers (data includes phone calls, forms, and consultations) to provide guidance for delivery optimization.

Mobile website building connects with conversion data and transmits data such as calls, forms, and consultations. The system estimates the conversion value of each display based on the conversion data sent back by advertisers, and implements dynamic intelligent bidding, thereby helping advertisers obtain more high-quality traffic and improve conversion effects.

▌ 233 Optimization Model——Unlocking the Problem of oCPC Optimization

After implementing oCPC delivery through mobile website building, how can we efficiently complete customer acquisition and conversion and spend the budget wisely? The “233” optimization model will help you get the correct optimization posture.

【2 models】

We all know that oCPC is divided into two stages. The first stage is mainly about data collection. Each account in the open category must have ≥ 100 conversions within 7 days to enter the second stage, so the collection strategy in the first stage directly affects our model. Let’s take a closer look at these two models:

① “Hourglass” model: Targeted groups from wide to narrow

How to do it:

Give the system enough data to learn, and let the system decide which resources are more suitable for you and make the model more accurate. Therefore, the first stage of the hourglass model uses simple crowd targeting (interest + age, etc.) + full-network intelligent optimization to collect crowds.

In this way, the data model is determined by artificial intelligence, the model is accurate, the modeling period is short, and the second stage can start quickly, but the prerequisite is to ensure that the budget is sufficient.

Taking a certain investment client as an example, assuming that there are 150 customer leads each (CPA) x 100 (the number of conversions required for the account) ÷ 3 (collection cycle) = 5,000 yuan, it will then enter the intelligent optimization stage.

② “Funnel” model: Targeted groups from narrow to wide

How to do it:

Combining [360DMP industry population package + targeted industry media package] or [customized population package + targeted industry media package] to assist in collecting populations, the cost is relatively more stable and the model population is more accurate, but it takes a certain period of time to enter the second stage.

Taking a certain investment client as an example, assuming there are 120 customer leads each (CPA) x 100 (the number of conversions required for the account) ÷ 7 (collection cycle) = 1,714 yuan, and then enter the intelligent optimization stage.

【3 optimization indicators】

How to better optimize the results after the account enters the second stage? We can use the bidding ranking formula for analysis:

eCPM=pCTR*pCVR*CPA*1000

eCPM: The ranking basis of the advertising platform bidding, the revenue per thousand impressions. After testing, if it is lower than 3 yuan, it will not be able to produce normal volume.

pCTR: estimated click-through rate. You can directly refer to the existing CTR data of the account. The factors affecting click-through rate are crowd and material. In the second stage, the crowd is mainly determined by the system algorithm, so the focus should be on optimizing the material to improve CTR.

It is recommended to use 2-3 sets per week. You can create a new promotion group or copy a promotion group with good results.

pCVR: predicted conversion rate. You can refer to the existing conversion rate of the account (promotion group-custom indicator-conversion rate), or calculate it through the formula.

The factors that affect conversion rate are mainly people, materials and landing pages. The target audience and materials are the same as above, and the key to improving CVR is to focus on optimizing the landing page. After testing, the dual form and turntable styles are more advantageous, increasing the customer lead submission rate by about 18%.

CPA: target conversion bid. Because the target conversion cost set in the first stage is not effective, you can first set it to twice the target cost. In the second stage, the target conversion cost begins to take effect and can be set to 1.2 times the actual cost of the first stage. After 2-3 days of stable delivery, gradually adjust it to the target cost.

Secondly, the second stage restores the target cost. Avoid frequent adjustments, and the adjustment frequency should be 3-5 days.

Take a certain advertiser as an example. After optimization, the three indicator data are as follows:

【3-picture style】

The second “3” in the 233 model refers to the three-picture style of the creative hierarchy. After the unique variable test, among the small picture, large picture, and three-picture styles, the three-picture style has the best conversion rate . At the same time, combined with creative wildcards, the click-through rate can be greatly improved.

With limited text and pictures, how to attract users' attention and stimulate their desire to click is a question that many advertisers are thinking about.

However , in information flow optimization, any targeting and materials cannot be a one-time solution. Continuous testing is needed to find high-quality groups, targeting methods, creativity and LP.

Source: 360 Marketing Academy